British-Arrows-2017-banner

4Creative win the top prize at British Arrows

Channel 4's beautifully crafted TV ad "We're the superhumans" by 4Creative was honoured Commercial of the Year at the 2017 British Arrows.  It also scooped an additional four gold Arrows in the Campaigns categories and to top it off, Channel 4 also won the Advertiser of Excellence award. What a night for them!

The campaign was a follow on to the epic ‘Meet the Superhuman’s’ but this time, joint creative heads, John Allison and Chris Bovill, extended the concept beyond athletes as part of Channel 4’s Year of Disability. This celebratory and uplifting ad involved more than 140 people – showing everyday people doing amazing things. Created to change attitudes to disability, it shared a powerful message to the nation – yes we can!

John Lewis' 'Buster the Boxer' won a gold Arrow for adam&eveDDB and Waitrose’s 2016 Christmas ad, "Coming home", also created by adam&eveDDB and produced by Rogue, won Best Crafted Commercial. Production Company of the Year went to Blink, which was behind "We're the superhumans", directed by Dougal Wilson. 

See the fill list of winners, right here


You might also like

What to watch on Channel 4

David Tenant stars in four-part thriller, Deadwater Fell. SAS: Who Dares Wins ups the pace in Scotland. Everyday meals are turned into extraordinary creations in Crazy Delicious and The Great Pottery Throwdown continues.

The New Pope edit

What’s on Sky in the next fortnight

COBRA takes you right to the heart of government during a major crisis. John Malkovich joins Jude Law in the second season of The New Pope. The Outsider explores the investigation into the gruesome murder of a local boy. Avenue 5 is a space tourism comedy set 40 years in the future when the solar system is everyone’s oyster. Stephen Mangan and Joan Bakewell host the new series of Portrait Artist Of The Year.